How Heritage Organisations Value Membership Schemes
Abstract
Research on the nature of membership organisations requires insight into strategy
alongside identifying typologies, to provide practical insight and a path to follow. National
Museums Scotland, National Trust for Scotland and Historic Environment Scotland were
selected as case studies which apply to Slater’s (2005) Integrated Membership Scheme
typology. A thematic analysis of interviews with managerial staff, alongside a content
analysis of strategic documents from the organisations produced findings on the strategic
elements of membership. Applying economic, sociological and marketing theory on these
strategies brought insight into how they lead to the characteristics an Integrated
Membership Scheme. It was found that technology, sustainability and marketing had the
most significant influence on membership. The findings from this study are of value to
membership organisations who want to follow strategies to reproduce an Integrated
Membership Scheme typology.